Year round decorating

Editor Kerryn du Preez says: "The decision to move to six issues has come as a direct result of growing sales.

"Our July-December 2004 ABC figures show that the magazine has experienced a steady 3% year on year growth despite a general downturn among competitive décor titles. Our Summer 04/05 issue, on shelf from December 04 - March 05, for example, was a virtual
sell-out, with 33 000 copies sold.

"We are also responding to a reader survey we conducted late in 2004 to investigate the reading patterns and lifestyle habits of our audience which indicated an overwhelming demand for increased frequency."

In line with the reader profile that emerged from the survey which firmly established the ELLE Decoration reader as a middle-to-high income female between the ages of 35 - 40, the emphasis will be on a high-calibre editorial mix that emphasises personal style and expression rather than faddish trends.

"Our reader is a highly discerning person who responds to quality and individuality. She has an innate understanding of décor issues and certainly doesn't want prescriptive formulas," says Du Preez.

ELLE Decoration will retain its four seasonal editions showcasing the latest in décor, design, art, architecture, homes, gardening, travel, food and entertaining.

Two special editions, which will focus on practical yet inspiration solutions for problem areas in the home, will complete the bi-monthly frequency.